System and method for generating a customized user interface comprising movable modules by prioritizing personas of a user

ABSTRACT

Aspects of the present disclosure involve systems, methods, devices, and the like for presenting a user interface. In one embodiment, a system and method is introduced that enables the customization of a user interface on a mobile application. The customized user interface is generated in response to a user interaction with the mobile application. In another embodiment, a system and method are introduced which generate the customized user interface including modules used to present a customized layout created using tiles which are presented on the user interface, wherein each of the tiles are placed and customized specific to the user of the mobile device application.

TECHNICAL FIELD

The present disclosure generally relates to a user interface on a mobilecomputing device and more specifically, to systems and methods forgenerating a customized user interface on a mobile computing device.

BACKGROUND

Rapid advancements in technology and communications have led to theubiquitous use of wireless electronics. As such, today's society hasgrown to become heavily device reliant. This reliance has led to the useof electronics to make monetary transactions for goods and services, foruse in telecommunications, business and other electronic activities. Forexample, a smartphone may now be used to complete a purchase transactionat an online marketplace or at a merchant location while using anapplication on the smartphone. Typically, a user may interact with amobile application which has been designed and functions based on astandard hardcoded application which will provide all users of themobile application the same user interface design or layout and theusers must therefore interact with the application in the same way.Unfortunately, in some instances, this type of design may beunnecessarily rigid and does not take the different needs of differentusers into account. Therefore, it would be beneficial if a system werecreated that be configured to generate and display an application userinterface that is specifically customized for the user.

BRIEF DESCRIPTION OF THE FIGURES

FIG. 1 illustrates block diagrams of a user interactions with a userinterface on a user device.

FIG. 2 illustrates a block diagram of a system for generating andrendering customized user interfaces according to various aspects of thepresent disclosure.

FIG. 3 illustrates an example of the customized user interface of a userdevice application according to various aspects of the presentdisclosure.

FIG. 4 illustrates an example wireframe diagram illustrating thecustomized user interface of the user device application according tovarious aspects of the present disclosure.

FIGS. 5A-5B illustrate a user interaction with the customized userinterface of the user device application.

FIGS. 6A-6C illustrates another user interaction with the customizeduser interface of the user device application.

FIG. 7 illustrates a flow diagram of a method for generating thecustomized user interface.

FIG. 8 illustrates an example block diagram of a computer systemsuitable for implementing one or more devices of the communicationsystems of FIGS. 1-7.

Embodiments of the present disclosure and their advantages are bestunderstood by referring to the detailed description that follows. Itshould be appreciated that like reference numerals are used to identifylike elements illustrated in one or more of the figures, whereasshowings therein are for purposes of illustrating embodiments of thepresent disclosure and not for purposes of limiting the same.

DETAILED DESCRIPTION

In the following description, specific details are set forth describingsome embodiments consistent with the present disclosure. It will beapparent, however, to one skilled in the art that some embodiments maybe practiced without some or all of these specific details. The specificembodiments disclosed herein are meant to be illustrative but notlimiting. One skilled in the art may realize other elements that,although not specifically described here, are within the scope and thespirit of this disclosure. In addition, to avoid unnecessary repetition,one or more features shown and described in association with oneembodiment may be incorporated into other embodiments unlessspecifically described otherwise or if the one or more features wouldmake an embodiment non-functional.

Aspects of the present disclosure involve systems, methods, devices, andthe like for presenting a user interface. In one embodiment, a systemand method is introduced that enables the customization of a userinterface on a mobile application. The customized user interface isgenerated in response to a user interaction with the mobile application.In another embodiment, a system and method are introduced which generatethe customized user interface including modules used to present acustomized layout created using tiles which are presented on the userinterface, wherein each of the tiles are placed and customized specificto the user of the mobile device application.

Rapid advances in communications have made portable electronic devices,such as smartphones and tablets, part of everyday life. Among otherthings, these electronic devices can be used to browse the web, streamvideo, and purchase goods and services. However, in some instances amobile application is used to perform these functions.

For example, a user may download a standard mobile application on themobile device which presents an interface for interacting with theapplication. Conventionally, however, the mobile applications may havefixed user interfaces, where the layout of the user interface is “hardcoded” into the mobile application. For example, the mobile application(running on the mobile device) itself may contain all the informationnecessary to configure and/or display a user interface layout, and thatlayout remains the same not only for the same user, but also fordifferent users as well. As such, conventional mobile applicationsgenerally have a “one-size-fits-all” type of user interface design,which unfortunately does not account for the different needs amongdifferent users, or even the changing needs of the same user dependingon the circumstances.

FIG. 1, illustrates this conventional method, where a user isinteracting a third-party service provider for transacting. Inparticular, FIG. 1 illustrates a user interacting with a user device 102for performing one or more transactions. The user device 102 may be atablet, iPad, cell phone, mobile device, smartphone or the like. Forexemplary purposes, user device 102 can be a mobile device 102. Themobile device 102 may be equipped with various applications forperforming various tasks including web browsing, video streaming, billpayments, and online purchases, etc. Additionally, the mobile device 102may be equipped with applications that enable the user to make purchasesusing a payment provider application and/or a digital wallet. Further,the user device 102 is capable of making phone calls and communicatingwith one or more other communications devices using a cellular network,Wi-Fi, Bluetooth, BLE, NFC, WLAN, etc. The communication can enable thetransmission of information from a user account to a secondary source,making payments, or communicating with a server associated with anapplication of the mobile device 102. For example, FIG. 1 illustrates auser interacting with a user interface associated with a paymentprovider (e.g., PayPal) wherein the interaction begins with a userauthentication via a credential user interface 104 on the mobile device102. The user authentication can be a standard authentication which canbe designed to enable entering a user name and passcode. Additionally oralternatively, user biometrics, voice commands, 2-factor authentication,etc. may also be used as a credential user interface 104.

Further to the authentication, the mobile application can present astandard home user interface 106 on a screen of the mobile device 102.Notice that on this home user interface 106, a standard design andfunctionally is presented. For example, for this particular mobileapplication, the third-party payment provider presents the user with ageneral home user interface 106, wherein the user picture may bedisplayed, sent/payment requests may be sent, and other functionsincluding but not limited to accessing money pools, offers, placingorders, investing and donating are presented. Notice that althoughvarious functions are available for a user. A first user accessing thethird-party payment provider will be presented with the same generalhome user interface 102 as a second user also interacting with the samethird-party payment provider application. That is to say, for example ifMary logs into her PayPal account and John does as well, both Mary andJohn will be presented with the same user interface (e.g., home screen)with the option to send and request funds, and access moneypools,offers, donate all in a similar fashion. Likewise, a payment requestand/or payment made will be presented as illustrated in payment userinterface 108, with a standard layout amount and functionality. Thus,the design and function of the application on the mobile device has beenhard-coded and does not account for the different needs among differentusers, or even the needs of the same user depending on thecircumstances.

As such, a new embodiment is presented to overcome this problem byproviding a user interface that is customized for the different users,based on user circumstance, and/or as a user's needs and interactionswith an application change. Therefore, in contrast to conventionalmobile applications where the user interface design is “hard coded” intothe mobile application itself, the mobile application of the presentdisclosure communicates with a remote server and displays a dynamicallyconfigured user interface under instructions sent from the server.

For example, the server analyzes the user's profile, behavior, and/orthe context in which the user is requesting the interaction with themobile application. Based on the analysis, the server determines whichuser interface elements would be appropriate or suitable for that userunder the circumstances. The server then sends instructions to themobile application on how to display the user interface, which iscustomized to that specific user's profile, behavior, and/or the contextor environment surrounding the user. In doing so, the present disclosureimproves the functionality of a computer, for example by enhancing theversatility and contextual-awareness of a generic mobile device.Further, due to the small screen sizes on mobile devices, as comparedwith desktop monitors, a static or “one-size-fits-all” display may omitcontent that may be important to a user, as more fundamental oruniversal content may take up the limited display area. With a largerscreen, more content may be displayed, such that a higher likelihoodexists that a user may find desirable content on the display, eventhough the same content is displayed to everyone. Thus, the solution, insome embodiments, addresses a technical problem specific to mobilecomputing devices with smaller user interfaces, such as smart phones.The various aspects of the present disclosure are discussed in moredetail with reference to FIGS. 1-8.

Turning to FIG. 2, a block diagram is presented of a system 200 forgenerating and rendering customized user interfaces according to variousaspects of the present disclosure. In particular, FIG. 2 is a simplifiedblock diagram illustrating the contents of a user interfaceconfiguration module 214 and how it interacts with certain user devices204,204. For example, one type of user device may be a mobile device210, which may be an embodiment of the mobile device 102 discussed abovein association with FIG. 1. In various embodiments, the mobile device202 may be a smartphone such as the Apple™ iPhone™ or a table computersuch as the Apple™ iPad™. Another type of user device may be a computer204, for example a desktop computer or a laptop computer running anon-mobile operating system, such as Windows™ by Microsoft™, or MacOS™by Apple™. The mobile device 202 communicates with the user interfaceconfiguration module 214 via a mobile orchestration layer 210 of theuser interface configuration module 214, whereas the computer 204communicates with the user interface configuration module 214 via a webapplication module 212 of the user interface configuration module 214.The subsequent sections of the present disclosure will focus on theinteraction between the mobile device 202 and the user interfaceconfiguration module 214, though the interaction between the computer204 and the user interface configuration module 214 may be brieflydiscussed as well.

As shown in FIG. 2, a mobile application 206 is installed on the mobiledevice 202. The mobile application 202 may be an embodiment of abrowser, a toolbar application, a communication application, otherapplications, or a payment application as discussed above in associationwith FIG. 1. As non-limiting examples, the mobile application 206 may bean application directed to online/offline gaming, social media,electronic transactions, web browsing, media consumption, productivitymanagement, mobile banking, file storage, file editing, E-learning, etc.Each type of mobile application 206 may have a respective user interfacethat allows a user to interact with the mobile application 206. Whereasconventional mobile applications have rigid and fixed user interfaces,the mobile application 206 has a dynamically changing user interfacethat is customized to the particular user, depending on the contextsurrounding the use of the mobile application 206.

The mobile device 202 also has a software development kit (SDK) 208installed thereon. The SDK 208 may include a set of software developmentor programming tools, such as application programming interfaces (APIs),libraries, documentation, etc. In some embodiments, the mobileapplication 206 may communicate with the user interface configurationmodule 214 via the SDK 208. For example, the mobile application 206 maycommunicate with the mobile orchestration module 210 via the SDK 208. Inthat regard, the mobile orchestration layer 210 orchestrates calls onbehalf of the mobile application 206. For example, for the mobileapplication 206 to render a user interface, it may make calls to any oneof the API module 1 through API module N that resides on apersonalization service component 216 of the user interfaceconfiguration module 214. Each of the API modules 1-N may provide aparticular functionality or may correspond with a specific part of theuser interface of the mobile application. For example, API module 1 mayallow the user interface to display an account balance tile, API module2 may allow the user interface to display a user activity tile, and APImodule N may allow the user interface to display an account qualitytile, etc. The tiles are dynamically configured user interface elementsthat will be discussed in more detail below with reference to FIG. 3.

Still referring to FIG. 2, oftentimes the mobile application 210 mayneed to make a plurality of API calls to the API modules 1-N in order torender the user interface of the mobile application 206. Rather thanhaving the mobile application 206 make these API calls individually(e.g., one at a time)—which would be slow (e.g., long latency periodsbetween the calls) and increase battery drain—the mobile orchestrationlayer 210 orchestrates all these API calls into a single API call andcommunicates with all the relevant API modules. After getting responsesfrom the API modules that were called, the mobile orchestration layer210 then returns a comprehensive result of the API calls back to themobile application 206 altogether. In doing so, the mobile orchestrationlayer 210 not only reduces the latency of the mobile application 206,but also enhances the battery life of the mobile device 202, therebyimproving the computer functionality of the mobile device 202.

In addition to the API modules 1-N, the personalization service 216 mayalso define variations, segments, and interactions, in order to providea personalized user interface layout for the user. In that regard, avariation may refer to a user interface element that the user can see onthe screen of the mobile 202. As an example, such a user interfaceelement may be a movable tile or icon that indicates the amount ofmonetary balance available for a user (e.g., $10). As another example,another user interface element (that may constitute a variation) may bea card or notification that states “User X needs money.”

As shown in FIG. 2, the personalization service 216 may define aplurality of variations: variations 1 through variations N, to specifyall of the different user interface elements that can be displayed onthe screen of the mobile device 202. It is understood that in someembodiments, the variations may be common for both the mobile platformand the web platform. In other words, each variation may be defined thesame in the mobile application 206 as well as in a web browser used bythe computer 204 to communicate with the user interface configurationmodule 214, where the web browser on the computer 204 may implementsubstantially similar (though not necessarily identical) functionalitiesas the mobile application 206 running on the mobile device 202. For easeof reference, the variations 1 through N corresponding to the mobileplatform are labeled herein as variations 1′ through N′ corresponding tothe web platform.

In some embodiments, the variations 1 through N of the mobile platformmay be accessed via a mobile touchpoint 222, whereas the variations 1′through N′ of the web platform may be accessed via a web touchpoint 224.The mobile touchpoint 222 and the web touchpoint 224 may each include anAPI call, for example in the form of one of the API modules 1-Ndiscussed above. If a variation needs to be accessed by the mobileapplication 206 via the mobile device 202, the mobile application 206makes a call (e.g., through the SDK 208) to the mobile touchpoint 222.If a variation needs to be accessed by the web browser via the computer204, the web browser makes a call (e.g., through the web applicationmodule 212) to the web touchpoint 224. It is understood that althoughthe mobile touchpoint 222 and the web touchpoint 224 are illustrated asresiding on the server (e.g., as a part of the personalization service216), they may alternatively be implemented on the mobile device 202 orthe computer 212, respectively.

Still referring to FIG. 2, each of the variations 1-N may be assigned toone or more segments 1-N. Each of the segments 1-N may define a personaor profile shared by a certain type of users, as well as the type ofuser interface experience that should be provided for such a type ofusers. For example, a persona or profile may refer to users who are newusers who have just registered to be a user for the mobile application206. These new users have not made any transactions via the mobileapplication 206. As such, it may be beneficial to promote a certain typeof transaction to these users. For example, to encourage these new usersto use the mobile application 206 to conduct electronic transactions,the segment 1 may specify that, for a user who has been determined to bea new user, the variation 1 should display a “send money” tile thatinforms the user that he/she can send funds electronically to anotherperson via the mobile application 206 by clicking on the tile.

In some embodiments, in order to determine which segment a particularbelongs, the personalization service 216 extracts user data from themobile device 202 and analyzes the extracted user data. For example, asa part of the initiation registration to use the mobile application 206,the user may provide biographical data such as age, gender, ethnicity,address, employer, occupation, education, income, citizenship, hobbies,interests, goals, sexual orientation, relationships, etc. Thebiographical data may be sent back to the personalization engine and/ormay be stored in an electronic database 226, which may be implemented asa part of the personalization service 216 or may be implemented as aseparate entity from the personalization service 216.

As another example, the personalization service 216 may instruct themobile application 206 to periodically monitor a Global PositioningSystem (GPS) sensor of the mobile device 202. The GPS sensor may providethe GPS coordinates of the mobile device 202, which in turns allows themobile application to determine the geographical locations of the mobiledevice 202 (and thus its user). The geographical locations are then fedback to the personalization service 216, for example via the mobileorchestration module 210 or via another suitable communication module.

As yet another example, the mobile application 206 may monitor thehabits of the user. The user habits may be related to financialtransactions, which may include the types of products/servicesfrequently purchased by the user, the merchants or service providersthat offer the purchased products/services, the price range of thepurchased product/services, the times of the day, week, month, or yearin which the purchases typically occur, etc. The user habits may also berelated to the user's social life, for example the identity of otherusers with whom the user often interacts.

Over time, the personalization service 216 may gather enough data aboutthe user of the mobile application 206 so as to determine which segmentor segments the user belongs. For example, the personalization service216 may determine that the user is someone who in a young man in hismid-20s, with a college education and has a job with a six figure salaryat an engineering firm, who is currently single but is actively dating.The personalization service 216 may also determine that the user hashobbies that include snowboarding, basketball, and hiking, as well asinterests in international travelling, digital photography, and Frenchcuisine. In addition, the personalization service 216 may determine thatthe user prefers to shop online as opposed to shopping atbrick-and-mortar stores.

In some embodiments, the personalization service 216 may have apredefined segment for each of the above traits or behaviors of theuser. For example, a segment may be defined to include all users who arein their mid-20s, another segment may be defined to include all userswho shops at a particular online merchant, and yet another segment maybe defined to include all users who enjoy snowboarding. Alternatively,each segment may be defined to encompass several traits or behaviors ofthe user. For example, a segment may be defined to include users thatare in their mid-20s with a job paying a salary above a predefinedthreshold, like to shop at one or more particular online merchants, andenjoy snowboarding and dining out frequently. In some other embodiments,the personalization service 216 may also specifically define one or moresegments to accurately capture the user's traits or behavior, ifexisting segments cannot describe such user information adequately.

The personalization service 216 may also specify a plurality ofinteractions 1-N for the segments 1-N, respectively. In that regard, aninteraction may include a rule that specifies how each segmentassociated with the interaction should be treated. For example, supposea segment defines a user who always shops at Starbucks while in Germany.The interaction associated with that segment may include a rule thatspecifies that, if the user's location has been determined to be inGermany (e.g., via the GPS sensor on the user's mobile device), and theuser's account balance has reached 0, the mobile application 206 shouldautomatically top up the user's balance by 10 Euros. As another example,for a segment that defines users who enjoy dining out frequently, thecorresponding interaction may be that restaurant coupons or specialsshould be periodically delivered (e.g., as movable tiles) to the userinterface of the mobile application 206. As yet another example, for asegment that defines users who are U.S. citizens, the correspondinginteraction may be that all transactions conducted by the user shoulduse the U.S. dollar as a default currency. As a further example, for asegment that defines an M number of other users as the users who mostrecently or most frequently engaged with the user on social media, thecorresponding interaction may be to display a movable tile on the userinterface of the mobile application 206, where the tile informs the userthat he/she can send money to, or request money from, any of the Mnumber of other users.

It is understood that although FIG. 2 illustrates a one-to-onecorrespondence between the variations, segments, and the interactions,that is not intended to be limiting. In some other embodiments, eachvariation may be associated with multiple segments, and vice versa.Similarly, each segment may be associated with multiple interactions,and vice versa.

The ability of the personalization service 216 to define the variations,segments, and/or interactions is one of the novel features of thepresent disclosure. Whereas conventional mobile applications define theuser interface layout in a rigid and fixed manner and do not take eachuser's unique profile or context into account, the personalizationservice 216 allows the user interface layout of the mobile application206 to be customized for each user, based on the context or environmentsurrounding the user.

It is understood that in the embodiment shown in FIG. 2, the analysis ofthe user's data, the determination of the segment(s) appropriate for theuser, and/or the corresponding interaction for the user may all bedetermined by the personalization service 216 (which resides on theserver), rather than by the mobile application 206 locally on the mobiledevice 202. For example, in response to a user executing the mobileapplication 206 on the mobile device 202, the mobile application 206 maysend a request (e.g., via the SDK 208 and the mobile orchestration layer210) to the personalization service 216 to display a user interface forthe mobile application 206. After receiving such a request, thepersonalization service 216 analyzes the user data, which may includeanalyzing the user data stored in the database 226, and/or querying themobile application 206 to retrieve additional user data from the mobiledevice 202. Based on the analysis, the personalization service 300determines the appropriate segment(s) for the user, and possibly evendefines one or more new segments for the user. Thereafter, according tothe interaction assigned to the determined segment(s), thepersonalization service 214 sends instructions to the mobile application206 to display one or more user interface elements (e.g., thevariations) that are associated with the segment(s).

In this manner described above, the mobile application 206 itself doesnot make “decisions” as to how to render the user interface. Rather,these “decisions” are made by the personalization service 216, and themobile application 206 merely executes the instructions (e.g., the“decisions”) from the personalization service 216. This scheme isadvantageous, because the personalization service 216 has much greatercomputing resources and data storage capabilities than the mobile device202. Accordingly, the personalization service 216 can make more accuratedeterminations regarding the segments appropriate for the user, and makebetter “decisions” as to how to dynamically render a customized userinterface for the user in order to best suit the user's needs.

It is also understood that, according to the architecture of the presentdisclosure, not only will different users experience different userinterfaces—since they likely will be associated with differentsegments—even the same user may experience different user interfacesdepending on the context in which the mobile application 206 isaccessed. For example, a user who is using the mobile application 206domestically (e.g., within the U.S.A.) may experience one type of userinterface layout, where all transactions are performed using the U.S.dollar as a default currency, and most, if not all, of thefunctionalities of the mobile application are enabled. However, if thesame user travels abroad to a different country X, he may see adifferent user interface of the mobile application 206. For example, thedefault currency may now be changed to a currency that is used in thecountry X. In addition, the country X may have laws or regulations thatforbid some of the functionalities of the mobile application, forexample sending money to another user via an email address.Consequently, the personalization service 216 may send instructions tothe mobile application 206 to disable these functionalities, for exampleby “graying out” the relevant tiles corresponding to thesefunctionalities, or by hiding or not displaying these relevant tilesaltogether.

In some embodiments, such as in the embodiment shown in FIG. 2, thedecision making of the personalization service 216 discussed above isperformed by a personalization engine 218. For example, thepersonalization engine 218 may define the details of the variations, thesegments, and the interactions, analyze the user data (either retrievedfrom the mobile device 202 or stored on the database 226) to determinewhich segment is best suited for the user, and how the user interface onthe mobile application 206 should be rendered based on thedetermination. In some embodiments, the personalization engine 218 mayinclude one or more computer processors and/or electronic memory storinginstructions, wherein the one or more computer processors execute thestored instructions to perform the decision making discussed above.

In some embodiments, the personalization engine further includes aranking module 220. The ranking module is configured to rank certainuser interface elements above others with respect to rendering the userinterface. For example, a user may be associated with a profile (e.g.,segment) specifying that user interface elements (e.g., tiles) A, B, C,and D should be displayed as a part of the customized user interface forthat user. However, the mobile application 206 may monitor which userinterface elements the user interacts with more frequently than others.Over time, the ranking module 220 may determine (based on the reportsfrom the mobile application 206) that the user interacts with the userinterface elements A and B (e.g., corresponding to account activity andbalance, respectively) more than with C and D. In response to thisdetermination, the ranking module 220 may rank the user interfaceelements A and B over the user interface elements C and D. In someembodiments, the higher ranking of the user interface elements A and Bmay mean that they get displayed first or in a more prominent positionin the user interface (e.g., at the top of the screen). In otherembodiments, the higher ranking of the user interface elements A and Bmay mean that they will always remain displayed on the screen, even ifthe user navigates to different screens of the user interface, whereasthe user elements C and D may become hidden when the user navigates to ascreen where C and D are not typically displayed.

In some other embodiments, the ranking module 220 may also determine theprecedence or priority of user segments, for example when a plurality ofsuitable user segments has been determined for the same user. As anexample, suppose a user has been determined to belong to a first segmentcorresponding to U.S. citizens or residents (e.g., based on the user'sregistration information), as well as a second segment corresponding tosomeone who is currently located in Singapore (e.g., based on thegeographical location of the mobile device of the user reported by theGPS unit on the mobile device). Also suppose that the interaction forthe first segment specifies that the user interface should display userelements 1 through 10, but the interaction for the second segmentspecifies that the user interface should display user elements 1 through5. The ranking module 220 will decide which of these segments (and thusthe corresponding interaction) should take priority or precedence overthe other. If the ranking module 220 decides that the first segment andthe interaction associated therewith should take priority, then theranking module 220 will instruct the mobile application 206 to displayuser elements 1 through 10 as a part of the user interface. If theranking module 220 decides that the second segment and the interactionassociated therewith should take priority, then the ranking module 220will instruct the mobile application 206 to display user elements 1through 5 as a part of the user interface.

Another aspect of the present disclosure is the ubiquity between themobile platform and the web platform. For example, a user may make afirst request to display the user interface on a screen of the mobiledevice 202. As discussed above, the personalization service 216 mayanalyze user data based on the first request, determine a segment towhich the user belongs, and then instruct the mobile application torender a user interface that includes elements (e.g., the variations)associated with the segment. Sometime later, the same user may also makea second request, for example via a web browser running on the computer204, to display the same user interface (or a similar user interface) inthe web browser on a screen of the computer 204. The personalizationservice 216 may analyze user data again based on the second request, andif the determination is still that the user belongs to the same segment,then personalization service 216 may instruct the web browser to rendera user interface similar to the one displayed by the mobile application206.

Of course, there may be slight aesthetic differences (e.g., due todifferent screen real estate) between the user interface displayed viathe mobile application and the user interface via the web browser.However, the user experience in terms of interacting with the userinterfaces on the mobile platform and the web platform should be thesame. As an example, supposed a tile (as a user interface element) hasbeen previously displayed in the user interface on the mobileapplication 206, where the tile prompts the user to take an action, suchas sending funds to another user. If the user has performed this task,then when the user interface is displayed in the web browser, such atile no longer needs to be displayed, because the user has already takenthe action associated with that tile.

Still referring to FIG. 2, the user interface configuration module 214may include domain services 228. The domain services 228 include modules(which may be software, hardware, or both) that handle the actualexecution of the actions that the user performs with the user interface.For example, the user may request to receive money from a user byclicking on a tile, or request to send money to a user by clicking onanother tile, etc. The domain services 228 handle the actual movement ofthe funds in response to the user's actions. As shown in FIG. 2, thedomain services 228 electronically communicate with the personalizationservice 216 to carry out these tasks.

Referring now to FIG. 3, an example user interface 300 is illustratedaccording to various aspects of the present disclosure. The userinterface 300 may be an embodiment of the user interface displayed forthe mobile application 206 on the mobile device 202 of FIG. 2. The userinterface 300 includes a Top Navigation Bar 302, a Transaction BasedModule 304, a Credit Module 306, a Balance Module 308, a Send MoneyModule 310, an Activity Module 312, and a Bottom Task Bar 314.

The Top Navigation Bar 302 and the Bottom Task Bar 314 may be fixeddisplay elements of the user interface 300 and may not change. In otherwords, they will be rendered as a part of the user interface 300regardless of who the user is, or what the context is for the userlaunching the user interface 300. One reason for the Top Navigation Bar302 and the Bottom Task Bar 314 being fixed is that they include suchcommonplace elements that every user should or is likely to use. Forexample, the Top Navigation Bar 302 may include a profile picture of theuser, an alert icon to inform the user of incoming notifications/alerts,and a settings icon to allow the user change or configure the settingsfor the user interface 300 (which may include options to add banks orgenerating QR codes). The Bottom Task Bar 314 may include a “Send Money”icon to allow the user to send funds electronically to another user, a“Request Money” icon to allow the user to request funds from anotheruser, and “More” that allows the user to see additional actions.

The Transaction Based Module 304 may include one or more movable tilesthat allow the user to conduct peer-to-peer (P2P) transactions, gifting,setting goals for transactions, and indicating a no balance. The CreditModule 306 may include one or more movable tiles that allow the user torequest PayPal credit or to apply for other credit-card-related benefits(e.g., MasterCard Extras). The Balance Module 308 may include one ormore movable tiles that allow the user to view the user's balance withPayPal, or the balance with a money pool, or goals for the balance. TheSend Money Module 310 may include one or more movable tiles that allowthe user to send money to a number of other users (e.g., five) with whomthe user has recently conducted P2P transactions. The Activity Module312 may include one or more movable tiles that allow the user to displayrecent activities of the user, for example by displaying three recenttransactions in an ascending order. It is understood that the tiles orfunctionalities discussed above for each of the modules 302-314 may bemerely examples. Other tiles or functionalities not shown in FIG. 3 ordiscussed above may be implemented for any of these modules 302-314 inother embodiments. In addition, the size of the tiles or the size of themodules 302-314 themselves may be dynamically adjusted, for exampledepending on how many tiles are included in each module. The size of thetiles may also be adjusted based on the specific user. For example, thesystem may determine that the user typically zooms in content or uses alarger font for display settings. In such a case, the tiles may belarger than tiles rendered for a different user who does not typicallyzoom in content or uses a smaller font setting.

In contrast to the Top Navigation Bar 302 and the Bottom Task Bar 314,the various modules 304-312 may be dynamically rendered. In other words,these modules 302-312 may correspond to the user interface elements(e.g., the variations in FIG. 2) that are each associated with arespective user segment. Among different users, or even for the sameuser who is launching the mobile application 206 at a different time, adifferent location, or under a different circumstance, different modulesmay be rendered by the user interface 300. For example, for a firstuser, the modules 306-308 (but not 308-310) may be rendered, while for adifferent user, the modules 308-310 (but not 304-306) may be rendered.Of course, the modules herein are merely examples, and it is understoodthat the user interface 300 may render a plurality of other modules notshown in FIG. 3.

Based on the discussions above, it can be seen that the presentdisclosure pertains to an architecture in which a user interface layoutfor a mobile application 206 is not hard coded into the mobileapplication 206. Rather, the user interface layout is dynamicallyrendered based on instructions from a remote server. However, situationsmay exist where the mobile application device will not be able tocommunicate with the remote server, for example when there is a completeloss of all network connectivity for the mobile device 202 (e.g., nocellular signal or Wi-Fi), or when the server is down due to maintenanceor unexpected failure. The architecture of the present disclosureanticipates the occurrence of such situations and provides a solution bygenerating a default layout for the user interface in response to adetection of a loss of network connectivity.

For example, when the mobile device 202 is able to communicate with theuser interface configuration module 200 e.g., an embodiment of theserver), the user interface configuration module 214 may sendinstructions to the mobile device 202 to collect or cache user data. Thetypes of user data cached may be similar to the type of user data usedby the personalization engine 218 to determine a user's profile (e.g.,segment), similar to the discussions above.

The user interface configuration module 214 may also instruct the mobiledevice 202 to generate one or more default user interface layouts basedon the cached user data. For example, if the cached data indicates thatthe user interacts with user interface elements (e.g., the differentvariations of FIG. 2) A, B, C, D frequently, but only sporadically withthe rest of the user interface elements, then the default user interfacelayout may include at least the user interface elements A, B, C, D, butthe rest of the user interface elements may be optionally included oromitted altogether. When the mobile device 202 detects a loss of networkconnectivity or is otherwise unable to communicate with the userinterface configuration module 200, the mobile application 206 mayrender this default user interface layout, until communication with theuser interface configuration module 214 is available again. In thismanner, the architecture of the present disclosure provides a solutionto account for unexpected situations such as loss of networkconnectivity, without causing major disruptions for a user experience inusing the mobile application 206.

Embodiments of the present disclosure described above involve anarchitecture in which the user interface configuration module 214 isimplemented on a server remotely located from the mobile application209, so as to take advantage of the server's superior computingcapabilities and database storage resources. However, such a scheme isnot intended to be limiting unless specifically claimed. It isunderstood that a module similar to the user interface configurationmodule 214 may be implemented on the mobile device 202 in alternativeembodiments. Such a module on the mobile device 202 may supplement thefunctionalities of the user interface configuration module 214, or evenreplace it altogether, for example as the hardware and/or softwarecapabilities of the mobile device 202 progress beyond a predeterminedthreshold. Regardless of how the user interface configuration module 214is implemented, the user experience for using the mobile application 206should remain substantially the same. That is, the users will experiencea dynamically changing/evolving user interface that is customized totheir personal characteristics and needs.

Turning to FIG. 4, an illustration of a wireframe diagram of a userinterface 410 on the mobile device application 206 according to variousaspects of the present disclosure is presented. In particular, FIG. 4illustrates an exemplary user interface layout as determined by thepersonalization engine 218 using the ranking module 220. In FIG. 4, anillustration of how the various user interface elements (e.g., tiles)are organized is presented. In this instant, based on user interactionswith the various user interface elements, user location, transactionalhistory, etc., a determination is made, for example, that the balancemodule 308 is predominantly used and three distinct tiles or userinterface elements 402, 404, 406 should be presented on the userinterface 410.

Accordingly, user interface 410 is illustrated with transaction basedmodule 304 sitting on the top portion of the user interface 410. Asindicated, the transaction based module 304 includes movable tiles thatmay be included to conduct pear-to-peer transactions, gifting, andsetting goals. Additionally, the transaction based module 304 may alsoprovide notifications arriving from a contact, bank, marketplace, orother entity where a transaction has occurred or may occur. In addition,as illustrated on FIG. 4, the transaction based module 304 can includetwo or more (e.g., 1 . . . N) tiles that may be interacted with andaccessed via a swiping gesture, clicking motion, facial movement, eye,or other biometric motion. The tiles may reside in a rolodex typefashion and can each represent one or more P2P transactions,notifications, goals, gifting actions, and the like.

Further to the transaction based module 304, the credit module 306 andsend money module 308 may next be displayed on the customizable userinterface 410. The credit module 306 as indicate, can include creditcard related tiles including for example a PayPal Credit card paymentdue reminder, amount due, payment date, credits earned, and other creditcard related extras. The send money module 308 may provide access to oneor more users or contacts. Like the transaction based module 304, thecredit module 306 and the send money module 308 also include tiles whichare movable and accessible using one or many hand gestures, biometricindications, etc.

As discussed, the customizable user interface 410 is updated based inpart on the user interactions with the mobile application 206. As such,in this exemplary wireframe UI diagram 400, the user interface 410 isdesigned to the balance module represented over three distinct elements402, 404, and 406, which include user balances, goals, and money poolsrespectively. Therefore, if a user carries a balance with PayPal andother entities, these can be displayed and accessed using the Balancemodule or element 402. Additionally, if the user also has several budgetgoals he/she would like to set for use in making a purchase, these canbe displayed in a goals module 404 and similarly any money pools inwhich the user participates in can be illustrated and presented under amoney pool module 404. Account activity can be summarized and displayedin the activity module 312. As illustrated, the number of goals,balances, money pools, and transactional activity can be numerous andcan be displayed as illustrated in FIG. 3. Therefore, each of the tileswithin the activity module 312 (or any other module) may be placed in ahorizontal manner as a subset of tiles available for the correspondingmodule with access to the various items using a scrolling, swiping, orother gesture motion and/or biometric indication.

Note that although the transaction module 304, credit module 306, andbalance module 308 are primarily illustrated and described inconjunction with FIG. 4, other user interface elements may be presentedon the user interface 410. Additionally, although the user interfaceelements are displayed in a certain order, the user interface 410 is notrestricted to the order and may be updated, customized further, and/ormanipulated by the user using at least a menu or other option/setting,gesture, via a primary or secondary device setting, etc. For example,turning to FIG. 4, the goals tile 404 may be moved above the balancetile 402 and the send money module 310 below the money pool module 406,etc. In addition to the location of the tiles, the mobile application202 allows the user to interact with each tile for further userinteraction with the user interface 410. Additionally, each of themodules may be displayed on the customized user interface 410 in avertical manner (one on above the other) and with each subset of tiles(corresponding to module) available horizontally.

As an example, FIGS. 5A-6C are presented to illustrate variousinteractions permissible through the use of the customizable userinterface 410. In particular, FIGS. 5A-4B illustrate a user interaction500 with the customized user interface 410 of the user deviceapplication 206. In this user interaction, at FIG. 5A, an exemplary userinteraction is illustrated where the balance module 308 is presented andthe balance tile 504 is selected on the customized user interface 410.In the current embodiment, the selection of the balance tile 504 promptsthe appearance of a secondary user interface 502 designed to present amenu of options available for use in relation with the balance tile 504,as illustrated on FIG. 5B. The appearance of the secondary userinterface 502 may appear in the form of a pop-up screen, contextualwindow, dialog box, modal or palette window, or other graphical userinterface which can appear upon the selection of the balance tile 504.The context, options, and layout of the secondary user interface 502 mayalso be customizable based in part on the user interactions with theuser interface, profile preferences, geological location of the user,etc. In some embodiments, the contents of the secondary user interface502 may be customized based on some pre-defined options, userinteractions, and/or in an order most applicable to the user. In otherembodiments, the contents of the secondary user interface 502 may resideon the server, on the mobile device 202, in a cache and/or as part ofmiddle ware, etc.

In one example, the selection of the balance tile 504 on the customizeduser interface provides a display of the secondary user interface 502providing a menu listing of options permissible when interacting withsuch tile. For example, FIG. 5B illustrates options including thetransfer of money, add money from your bank, add cash at a store, cash acheck, and cancel option. Note that as one of the options is selected,the user pay me presented with yet another user interface designed tocomplete the transaction selected. For example, if the option totransfer money is selected, the user may then be presented with anotheruser interface where various funding instruments are available forselection as well as a monetary amount, among other possibilities.Similarly, other user interfaces may appear for cashing a check, addcash at a store, etc.

Turning to FIGS. 6A-6C, yet another user interaction 500 with thecustomized user interface 410 of the user device application 206. Inparticular, a user interaction is illustrated wherein the goals module404 including a goals tile 606 has been selected. As illustrated, inthis customized user interface 410, the goals tile 606 has beenidentified as being frequently used and provided as a primary tile onthe customized user interface 410. Upon selection of such tile, again anew/tertiary user interface 602 is presented to the user with options onhow to proceed provided a goals tile 404 was selected. The tertiary userinterface 602 like the secondary user interface 502 described above andin conjunction with FIG. 5B can appear in the form of a pop-up screen,contextual window, dialog box, modal or palette window, or othergraphical user interface. The context, options, and layout of thetertiary user interface 602 may also be customizable based in part onthe user interactions with the user interface, ranking module, profilepreferences, geological location of the user, etc. In some embodiments,the contents of the tertiary user interface 602 may be customized basedon some pre-defined options, user interactions, and/or in an order mostapplicable to the user. In other embodiments, the contents of thesecondary user interface 502 may reside on the server, on the mobiledevice 202, in a cache and/or as part of middle ware, etc.

For the example where the goals tile 602 is selected, options forselection can include add money, manage a goal, see statements, and acancellation option. Additionally, other options not illustrated intertiary user interface 602 may also be available for selection,including but not limited to adding a goal, adding a contact, updatingthe funding source or item for purchase with monetary goal, etc. Once aselection has been made, additional graphical user interfaces may bepresented to the user. As an illustration, FIG. 6C is presented hereinto illustrate an exemplary goal UI 604 where the option to manage a goalis selected by a user. In this goal UI 604, options may be presented formanaging the goal that the user is interested in obtaining, starting,managing, etc. For example, illustrated in FIG. 6C, is the option tostart a new goal, with the opportunity to add a monetary amount,description, contacts, funding source, add a money pool, etc.Additionally, any transactional activity may be viewed if so desired.The addition of the monetary amount, description, contacts, fundingsource, etc., can be made via a series of selections, by connecting to asocial media network (for adding friends, contacts, etc.), identifying agoal on a text conversation, analyzing a user search history, calendarinvite, vocal conversation, photos exchanged, etc. Similarly, otheroptions presented via the selections of the other tiles (e.g, balance,donations, money requests/transfers) can be customized based on a user'spreferences, location, profile, conversation, social media posts,calendar, and the like.

Notice also that further to the specified modules of FIG. 3, includingtransaction based module 304, credit module 306, balance module 308,send money module 310, and activity module 312 other modules may becontemplated. These additional modules like those described may derivealso derive from user mobile application 206 based interactions andranking module 220 as well as external interactions with both the mobiledevice 202 and other smart devices. For example, interactions with asmart watch can be used to determine that a user also has a weight goaland those biometrics obtained can be used to add a training sessiongoal. As another example, the weigh goal may be added separately as ahealth tile to the mobile application. As another example, the user maycommunicate with Alexa and transactions requested may be communicated tothe mobile device 202 and added to the mobile application 206 as afurther customization feature.

To illustrate an exemplary use and generation of such customizable userinterface, FIG. 7 illustrates an example process 700 for generating thecustomized user interface. In particular, FIG. 6 illustrates an exampleprocess for presenting and updating the user interface base on a prioruser interaction. According to some embodiments, process 700 may includeone or more of operations 702-708, which may be implemented, at least inpart, in the form of executable code stored on a non-transitory,tangible, machine readable media that, when run on one or more hardwareprocessors, may cause a system to perform one or more of the operations702-708.

Process 700 begins with operation 702, where a user device is in userand a selection or other indication is received by the user device thatan interaction with a mobile application is desired. At operation 702,the indication may be received in a form of a single click, doubleclick, tap, voice command, facial gesture or other which send a requestfor the mobile application to open for use.

At operation 704, the user associated customized user interface isretrieved. For the retrieval, the mobile device may communication withan external server for the access of the customized user interface. Thecommunication may occur over a network and in communication with a userinterface configuration module which may exist with a third partyservice provider or other entity in which personalization engine andranking module may use user application and mobile interactions todetermine segments, tiles, and layout of the customized user interfaceto be transmitted for display on a display of the user mobile device.Alternatively, user interaction and configuration module may existinternally within the mobile device and access/retrieval of such thecustomized user interface is found locally. Note that as indicated aboveand in conjunction with FIGS. 1-6C, the user interface may be customizedbased in part on user interactions with the mobile application, mobiledevice, location, and/or manually by a user.

Once the customized user interface has been retrieved, the customizeduser interface may be displayed as a graphical user interface on theapplication of the user/mobile device. Accordingly, at operation 706, auser interface is presented which includes segments and correspondingtiles which are most frequently used and appropriate for a user, time,location, profile, etc.

At operation 708, process 700 continues and is presented based in parton the segment and tile selected for interaction. Therefore, atoperation 708, a secondary user interface is presented to on the displayof the user device in response to a selection of a tile on thecustomized user interface. Process 700 may continue as other tiles areselected and user interfaces are presented which are customized for auser of the mobile device.

Note that FIG. 7 provides an exemplary method for accessing a customizeduser interface. However, more or less operations may be used as well asgestures, movements, and methods for interacting with the userinterface.

FIG. 8 illustrates an example computer system 800 in block diagramformat suitable for implementing on one or more devices of the system inFIGS. 1-7. In various implementations, a device that includes computersystem 800 may comprise a personal computing device (e.g., a smart ormobile device, a computing tablet, a personal computer, laptop, wearabledevice, PDA, etc.) that is capable of communicating with a network 826.A service provider and/or a content provider may utilize a networkcomputing device (e.g., a network server) capable of communicating withthe network. It should be appreciated that each of the devices utilizedby users, service providers, and content providers may be implemented ascomputer system 800 in a manner as follows.

Additionally, as more and more devices become communication capable,such as new smart devices using wireless communication to report, track,message, relay information and so forth, these devices may be part ofcomputer system 800. For example, windows, walls, and other objects maydouble as touch screen devices for users to interact with. Such devicesmay be incorporated with the systems discussed herein.

Computer system 800 may include a bus 810 or other communicationmechanisms for communicating information data, signals, and informationbetween various components of computer system 800. Components include aninput/output (I/O) component 804 that processes a user action, such asselecting keys from a keypad/keyboard, selecting one or more buttons,links, actuatable elements, etc., and sending a corresponding signal tobus 810. I/O component 804 may also include an output component, such asa display 802 and a cursor control 808 (such as a keyboard, keypad,mouse, touchscreen, etc.). In some examples, I/O component 804 otherdevices, such as another user device, a merchant server, an emailserver, application service provider, web server, a payment providerserver, an ATM server, and/or other servers via a network. In variousembodiments, such as for many cellular telephone and other mobile deviceembodiments, this transmission may be wireless, although othertransmission mediums and methods may also be suitable. A processor 818,which may be a micro-controller, digital signal processor (DSP), orother processing component, that processes these various signals, suchas for display on computer system 800 or transmission to other devicesover a network 826 via a communication link 824. Again, communicationlink 824 may be a wireless communication in some embodiments. Processor818 may also control transmission of information, such as cookies, IPaddresses, images, and/or the like to other devices.

Components of computer system 800 also include a system memory component814 (e.g., RAM), a static storage component 814 (e.g., ROM), and/or adisk drive 816. Computer system 800 performs specific operations byprocessor 818 and other components by executing one or more sequences ofinstructions contained in system memory component 812 (e.g., forengagement level determination). Logic may be encoded in a computerreadable medium, which may refer to any medium that participates inproviding instructions to processor 818 for execution. Such a medium maytake many forms, including but not limited to, non-volatile media,volatile media, and/or transmission media. In various implementations,non-volatile media includes optical or magnetic disks, volatile mediaincludes dynamic memory such as system memory component 812, andtransmission media includes coaxial cables, copper wire, and fiberoptics, including wires that comprise bus 810. In one embodiment, thelogic is encoded in a non-transitory machine-readable medium. In oneexample, transmission media may take the form of acoustic or lightwaves, such as those generated during radio wave, optical, and infrareddata communications.

Some common forms of computer readable media include, for example, harddisk, magnetic tape, any other magnetic medium, CD-ROM, any otheroptical medium, RAM, PROM, EPROM, FLASH-EPROM, any other memory chip orcartridge, or any other medium from which a computer is adapted to read.

Components of computer system 800 may also include a short rangecommunications interface 820. Short range communications interface 820,in various embodiments, may include transceiver circuitry, an antenna,and/or waveguide. Short range communications interface 820 may use oneor more short-range wireless communication technologies, protocols,and/or standards (e.g., WiFi, Bluetooth®, Bluetooth Low Energy (BLE),infrared, NFC, etc.).

Short range communications interface 820, in various embodiments, may beconfigured to detect other devices (e.g., user device 202, personaldevice 204, etc.) with short range communications technology nearcomputer system 800. Short range communications interface 820 may createa communication area for detecting other devices with short rangecommunication capabilities. When other devices with short rangecommunications capabilities are placed in the communication area ofshort range communications interface 820, short range communicationsinterface 820 may detect the other devices and exchange data with theother devices. Short range communications interface 820 may receiveidentifier data packets from the other devices when in sufficientlyclose proximity. The identifier data packets may include one or moreidentifiers, which may be operating system registry entries, cookiesassociated with an application, identifiers associated with hardware ofthe other device, and/or various other appropriate identifiers.

In some embodiments, short range communications interface 820 mayidentify a local area network using a short range communicationsprotocol, such as WiFi, and join the local area network. In someexamples, computer system 800 may discover and/or communicate with otherdevices that are a part of the local area network using short rangecommunications interface 820. In some embodiments, short rangecommunications interface 820 may further exchange data and informationwith the other devices that are communicatively coupled with short rangecommunications interface 820.

In various embodiments of the present disclosure, execution ofinstruction sequences to practice the present disclosure may beperformed by computer system 800. In various other embodiments of thepresent disclosure, a plurality of computer systems 800 coupled bycommunication link 824 to the network (e.g., such as a LAN, WLAN, PTSN,and/or various other wired or wireless networks, includingtelecommunications, mobile, and cellular phone networks) may performinstruction sequences to practice the present disclosure in coordinationwith one another. Modules described herein may be embodied in one ormore computer readable media or be in communication with one or moreprocessors to execute or process the techniques and algorithms describedherein.

A computer system may transmit and receive messages, data, informationand instructions, including one or more programs (i.e., applicationcode) through a communication link 824 and a communication interface.Received program code may be executed by a processor as received and/orstored in a disk drive component or some other non-volatile storagecomponent for execution.

Where applicable, various embodiments provided by the present disclosuremay be implemented using hardware, software, or combinations of hardwareand software. Also, where applicable, the various hardware componentsand/or software components set forth herein may be combined intocomposite components comprising software, hardware, and/or both withoutdeparting from the spirit of the present disclosure. Where applicable,the various hardware components and/or software components set forthherein may be separated into sub-components comprising software,hardware, or both without departing from the scope of the presentdisclosure. In addition, where applicable, it is contemplated thatsoftware components may be implemented as hardware components andvice-versa.

Software, in accordance with the present disclosure, such as programcode and/or data, may be stored on one or more computer readable media.It is also contemplated that software identified herein may beimplemented using one or more computers and/or computer systems,networked and/or otherwise. Where applicable, the ordering of varioussteps described herein may be changed, combined into composite steps,and/or separated into sub-steps to provide features described herein.

The foregoing disclosure is not intended to limit the present disclosureto the precise forms or particular fields of use disclosed. As such, itis contemplated that various alternate embodiments and/or modificationsto the present disclosure, whether explicitly described or impliedherein, are possible in light of the disclosure. For example, the aboveembodiments have focused on the user and user device, however, acustomer, a merchant, a service or payment provider may otherwisepresented with tailored information. Thus, “user” as used herein canalso include charities, individuals, and any other entity or personreceiving information. Having thus described embodiments of the presentdisclosure, persons of ordinary skill in the art will recognize thatchanges may be made in form and detail without departing from the scopeof the present disclosure. Thus, the present disclosure is limited onlyby the claims.

What is claimed is:
 1. A device, comprising a non-transitory memorystoring instructions; and a processor configured to execute theinstructions to cause the device to: receive, via a selection on thedevice, a request to interact with a mobile application by a user of thedevice; determine, via a mobile orchestration layer, a collected APIcall for a plurality of API calls required to process the request in asingle API call; retrieve, from a configuration module, a customizeduser interface layout associated with the user of the device based onthe collected API call, wherein retrieving the customized user interfacelayout comprises: determining a location of the device; determining aplurality of user segments corresponding to the user of the device,wherein each user segment defines a persona shared by a certain type ofusers and is associated with an interaction, and wherein the usersegments are determined based on at least the location of the device, apast behavior of the user monitored over a time period via the device,and a registration information of the user in the mobile application;determining a priority level for each of the user segments from theplurality of user segments; determining that a user segment has ahighest priority of the user segments based on the priority level foreach of the user segments of the plurality of user segments; determininga rule associated with the interaction associated with the user segmenthaving the highest priority, the rule based on at least an accountassociated with the user, wherein the account is utilized by the userthrough the customized user interface layout of the mobile application;determining a presentation of the interaction for the account throughthe mobile application, wherein determining the presentation of theinteraction includes determining that one or more movable modules shouldbe displayed based on a frequency of use for each movable module of theone or more movable modules and the rule, wherein the each movablemodule comprises one or more activity tiles; determining allowedfunctionalities and restricted functionalities within the one or moreactivity tiles based on the location; and determining a display size ofeach of the one or more activity tiles within the customized userinterface layout based on past user interactions with each of the one ormore activity tiles and an amount of the one or more activity tiles ineach of the one or more movable modules; display the customized userinterface layout comprising the one or more movable modules on a displayof the device based on the presentation of the interaction, the displaysize of each of the one or more activity tiles, the allowedfunctionalities within the one or more activity tiles, and therestricted functionalities within the one or more activity tiles; andpresent, in response to a selection of an activity tile of the one ormore activity tiles on the customized user interface layout, a secondaryuser interface.
 2. The device of claim 1, wherein the configurationmodule comprises personalization data and ranking data and whereinretrieving the customized user interface layout uses the personalizationdata and the ranking data.
 3. The device of claim 1, wherein thesecondary user interface is presented and customized based on theactivity tile selected and a user interaction with the mobileapplication.
 4. The device of claim 1, wherein the customized userinterface layout includes two or more movable modules configured todisplay the one or more activity tiles.
 5. The device of claim 4,wherein, for each of the two or more movable modules, a subset of theone or more activity tiles is available, and wherein each subset of theone or more activity tiles is presented in a horizontal manner andaccessible via a swipe gesture.
 6. The device of claim 4, wherein, foreach of the two or more movable modules, a subset of the one or moreactivity tiles is available, and wherein each subset of the one or moreactivity tiles is presented in a tiled vertical manner.
 7. The device ofclaim 4, wherein, for each of the two or more movable modules, a subsetof the one or more activity tiles is available, and wherein each subsetof activity tiles is accessible via at least one of a clicking motion, afacial movement, an eye motion, or a biometric.
 8. A method, comprising:receiving, via a selection on a device, a request to interact with amobile application by a user of the device; determining, via a mobileorchestration layer, a collected API call for a plurality of API callsrequired to process the request in a single API call; retrieving, from aconfiguration module, a customized user interface layout associated withthe user of the device based on the collected API call, whereinretrieving the customized user interface layout comprises: determining alocation of the device; determining a plurality of user segmentscorresponding to the user of the device wherein each user segmentdefines a persona shared by a certain type of users and is associatedwith an interaction, and wherein the user segments are determined basedon at least the location of the device, a past behavior of the usermonitored over a time period via the device, and a registrationinformation of the user in the mobile application; determining apriority level for each of the user segments from the plurality of usersegments; determining that a user segment has a highest priority of theuser segments based on the priority level for each of the user segmentsof the plurality of user segments; determining a rule associated withthe interaction associated with the user segment having the highestpriority, the rule based on at least an account associated with theuser, wherein the account is utilized by the user through the customizeduser interface layout of the mobile application; determining apresentation of the interaction for the account through the mobileapplication, wherein determining the presentation of the interactionincludes determining that one or more movable modules should bedisplayed based on a frequency of use for each movable module of the oneor more movable modules and the rule, wherein the each movable modulecomprises one or more activity tiles; determining allowedfunctionalities and restricted functionalities within the one or moreactivity tiles based on the location; determining a display size of eachof the one or more activity tiles within the customized user interfacelayout based on past user interactions with each of the one or moreactivity tiles and an amount of the one or more activity tiles in eachof the one or more movable modules; displaying the customized userinterface layout comprising the one or more movable modules on a displayof the device based on the presentation of the interaction, the displaysize of each of the one or more activity tiles, the allowedfunctionalities within the one or more activity tiles, and therestricted functionalities within the one or more activity tiles; andpresenting, in response to a selection of an activity tile of the one ormore activity tiles on the customized user interface layout, a secondaryuser interface.
 9. The method of claim 8, wherein the configurationmodule comprises personalization data and ranking data and wherein theretrieving the customized user interface layout uses the personalizationdata and the ranking data.
 10. The method of claim 8, wherein thesecondary user interface is presented and customized based on theactivity tile selected and a user interaction with the mobileapplication.
 11. The method of claim 8, wherein the customized userinterface layout includes two or more movable modules which allow thecustomized user interface layout to display the one or more activitytiles.
 12. The method of claim 11, wherein, for each of the two or moremovable modules, a subset of the one or more activity tiles isavailable, and wherein each subset of the one or more activity tiles ispresented in a horizontal manner and accessible via a swipe gesture. 13.The method of claim 11, wherein, for each of the two or more movablemodules, a subset of the one or more activity tiles is available, andwherein each subset of the one or more activity tiles are presented in atiled vertical manner.
 14. The method of claim 11, wherein, for each ofthe two or more movable modules, a subset of the one or more activitytiles is available, and wherein each subset of activity tiles isaccessible via at least one of a clicking motion, a facial movement, aneye motion, or a biometric.
 15. A non-transitory machine-readable mediumhaving stored thereon machine-readable instructions executable to causea machine to perform operations comprising: receiving, via a selectionon a device, a request to interact with a mobile application by a userof the device; determining, via a mobile orchestration layer, acollected API call for a plurality of API calls required to process therequest in a single API call; retrieving, from a configuration module, acustomized user interface layout associated with the user of the devicebased on the collected API call, wherein retrieving the customized userinterface layout comprises: determining a location of the device;determining a plurality of user segments corresponding to the user ofthe device wherein each user segment defines a persona shared by acertain type of users and is associated with an interaction, and whereinthe user segments are determined based on at least the location of thedevice, a past behavior of the user monitored over a time period via thedevice, and a registration information of the user in the mobileapplication; determining a priority level for each of the user segmentsfrom the plurality of user segments; determining that a user segment hasa highest priority of the user segments based on the priority level foreach of the user segments of the plurality of user segments; determininga rule associated with the interaction associated with the user segmenthaving the highest priority, the rule based on at least an accountassociated with the user, wherein the account is utilized by the userthrough the customized user interface layout of the mobile application;determining a presentation of the interaction for the account throughthe mobile application, wherein determining the presentation of theinteraction includes determining that one or more movable modules shouldbe displayed based on a frequency of use for each movable module of theone or more movable modules and the rule, wherein the each movablemodule comprises one or more activity tiles; determining allowedfunctionalities and restricted functionalities within the one or moreactivity tiles based on the location; determining a display size of eachof the one or more activity tiles within the customized user interfacelayout based on past user interactions with each of the one or moreactivity tiles and an amount of the one or more activity tiles in eachof the one or more movable modules; displaying the customized userinterface layout comprising the one or more movable modules on a displayof the device based on the presentation of the interaction, the displaysize of each of the one or more activity tiles, the allowedfunctionalities within the one or more activity tiles, and therestricted functionalities within the one or more activity tiles; andpresenting, in response to a selection of an activity tile of the one ormore activity tiles on the customized user interface layout via agesture input, a secondary user interface.
 16. The non-transitorymachine-readable medium of claim 15, wherein the configuration modulecomprises personalization data and ranking data and wherein theretrieving the customized user interface layout uses the personalizationdata and the ranking data.
 17. The non-transitory machine-readablemedium of claim 15 wherein the gesture input on the display of thedevice includes a hand gesture.
 18. The non-transitory machine-readablemedium of claim 15, wherein the secondary user interface is presentedand customized based on the activity tile selected and a userinteraction with the mobile application.
 19. The non-transitorymachine-readable medium of claim 15, wherein the customized userinterface layout includes two or more movable modules which allow thecustomized user interface layout to display activity tiles.
 20. Thenon-transitory machine-readable medium of claim 19, wherein, for each ofthe two or more movable modules, a subset of the one or more activitytiles is available, and wherein each subset of activity tiles isaccessible via at least one of a clicking motion, a facial movement, aneye motion, or a biometric.